If you aren’t sure about the basic difference between online and offline marketing it is very simple. Online marketing is anything that uses the Internet as the medium of communication and offline marketing is everything else. Of course you will always have hybrid solutions but for the sake of this article this is the definition we will use when making a differentiation between the two. Without over simplifying this topic too much understand that these two forms of marketing have enough difference to make them and effective tandem.
Offline Marketing Tools
The basic set of tools needed for offline marketing include:
Newspaper advertising.
Radio advertising
Tv advertising
Brochures
Flyers
Networking at events
Online Marketing Tools
The basic set of tools needed for offline marketing include:
Email marketing.
Social media.
Blogging.
Websites.
If you take just a topical look at these two different forms of marketing you will quickly notice the differences in the areas of cost, set-up time and range of influence. As an example let’s look at an ad in your local newspaper:
Cost:
$100.00
Set-up Time:
1 hour
Potential Audience:
few hundred people
Now let’s look at a web site.
Cost:
$500.00/year
Set-up Time:
1 month
Potential Audience:
millions of people
So as you can easily see there are differences to the approaches. But it still comes down to what your ultimate goals are. If you choose to sell your products or services locally then you may want to use offline marketing because it will probably have a higher return on investment (ROI) then online marketing. But what if you decided to them both at the same time? You could always re-purpose your marketing content. Three great examples are as follows:
An article that you create for inclusion in your local newspaper could also be used as an article on your website or blog.
The same people you may meet at a networking session could potentially be found on Facebook or Linkedin.
The flyers or sales letters that you normally get printed and mailed could be sent to people via email marketing.
If you just look at these three basic examples (i.e. and there are more) you can quickly see how offline and online marketing can be used as a formidable pair. In most cases it just means re-purposing content. So the real question is if you have been solely an offline marketer before now can you see the advantages of incorporating online marketing into your marketing strategy?
In closing think of this real world example. The very same advertising copy that you may normally run in the newspaper as an ad may have a shelf life of a few days. The very same copy used online as a blog post could have a shelf life of months. And if you look at some of the examples that portrayed the practical re-purposing of content from one medium to another then you can readily see how you can do this without a lot of extra effort on your part. Think about it and then act on it!
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